Principals use video to communicate with parents.

Assistant Principal Michael Pryor (right) films P.E. teacher Matt Susinko in front of a green screen Aug. 24 for an upcoming video at St. Timothy School in Chantilly. COURTESY

When it comes to parents getting the skinny on what’s going on in
their children’s school, times are changing. It used to be as easy as slipping
a piece of paper into a backpack. But according to Renee White, coordinator of
enrollment, management and marketing for the diocesan Office of Catholic
Schools, the dawn of email has changed the game and schools are responding.

“This is all in an effort to communicate that Catholic schools are joyful places, and you can definitely see that in the videos hitting the internet and social media,” Renee White, coordinator of enrollment, management and marketing for the Office of Catholic Schools

“I think people don’t read
the same way they used to. Email has changed that. It has forced us to skim,”
said White. “When they do that, they tend to miss out on large chunks of
information.”

Instead of focusing on how to revamp the weekly newsletters most
schools send out, White encouraged them to up their game.

At last year’s principals’ meeting, she challenged them to make
videos to communicate with parents, alumni and other stakeholders. “I asked
them, who do you want to thank, what do you want to highlight?” she said.

While many principals jumped on the idea, there were six that
really took off, such as Dave Conroy at All Saints School in Manassas; Mary
Kelly at Nativity School in Burke; Frank Nicely, former principal at St.
William of York School in Stafford; Mary Baldwin at St. Andrew School in
Clifton; Angela Rowley at St. Ambrose School in Annandale; and Joseph McLaughlin
at St. Timothy School in Chantilly.

Principal McLaughlin found some innovative ways to communicate
that went beyond White’s expectations. Over the past year, his Tuesday Tidbits
has delivered messages to parents in weekly videos, announcing everything from
the need for volunteers, to the school’s new bus, to the appointment of Bishop
Michael F. Burbidge to the Diocese of Arlington.

“Parents like the new messages, especially since many of them
find it hard to read large blocks of texts on their smart phones while waiting
for their kids in the car line,” said McLaughlin. “Kelly Schmank, director of
marketing and development, is the creative force behind the videos, and
assistant principal Michael Pryor knows how to use the green screen.”

In the early videos, McLaughlin appears in different parts of the
school — on top of playground equipment or surrounded by students reciting a
living rosary in the gym. But thanks to the green screen, he’s broadcast from
Rome and the moon. In one video, McLaughlin led a parade in New York City to
celebrate a chess club victory. The videos will continue this year. He’s
already introduced new teachers to the community.

As elaborate as the videos may seem, the St. Timothy team does
everything they can to streamline production. “It’s a one-take wonder,” said
McLaughlin. “We film and produce it and publish it all in the same day.”

According to White, many of the principals, once they set up a
routine, find it a useful tool for breaking news or to promote the school.

While the videos are great, White admitted that not everyone
wants another reason to spend time on their smart phones. Some parents and
alumni might prefer a paper newsletter.

“Our parent groups, alumni groups and stakeholders are used to
different forms of technology and we need to be conscious of how the message
needs to be framed,” said White. “This is all in an effort to communicate that
Catholic schools are joyful places, and you can definitely see that in the
videos hitting the internet and social media.”